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Brand Experience and Emotional Attachment in Services: The Moderating Role of Gender

Service Science, 2017
Studies have acknowledged the importance of providing superior brand experience and developing emotional attachment between a brand and a consumer. However, the significance of brand experience and emotional attachment in enhancing brand loyalty remains
Imran Khan, Zilur Rahman
exaly   +2 more sources

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Emotional attachment: a bridge between brand reputation and brand advocacy

Asia-Pacific Journal of Business Administration, 2022
PurposeThis study aims to identify and examine the effect of brand reputation on brand advocacy by evaluating the mediating effect of emotional attachment. The study also tests the relationships by appraising the moderating effect of experience and price perception.
Arash Ahmadi, Afsoon Ataei
openaire   +1 more source

Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? [PDF]

Journal of Brand Management, 2020
To enhance brand performance and to protect original brands from the unprecedented upsurge of counterfeits, marketers are continuously looking for effective anti-counterfeiting methods.
Xuemei Bian
exaly   +2 more sources

The impact of nostalgic emotion on brand trust and brand attachment

Asia Pacific Journal of Marketing and Logistics, 2019
Purpose The purpose of this paper is to make up the deficiency of theoretical research in nostalgic marketing and is helpful for the original theories of brand marketing and experiential marketing to deepen further. Design/methodology/approach The paper uses the approach of the empirical study.
Tao Wen, Tong Qin, Raymond R. Liu
openaire   +1 more source

The Impact of Fear on Emotional Brand Attachment

Journal of Consumer Research, 2014
The current research investigates the role of fear in the creation of emotional attachment to a brand. Previous research examining the influence of incidental negative emotions on brand evaluations has generally found that negative emotions lead to negative evaluations. The current research suggests that for fear, the relationship may be more positive.
Lea Dunn, JoAndrea Hoegg
openaire   +1 more source

Emotional Attachment to Brands: The Construction of a Scale

2014
Brand loyalty and consumers’ attachment to products have been researched extensively in marketing (Oliver 1999, Richins 1997, Shimp and Madden 1988). However, research on consumers’ emotional attachment to brands has been scant. In this paper, we investigate consumers’ emotional attachment to brands by developing a scale to measure this construct ...
Hieu P. Nguyen, E. Deanne Brocato
openaire   +1 more source

The Relationships among Digital Marketing, Brand Emotional Attachment and Brand Attitude

Journal of Applied Finance & Banking, 2023
Abstract With the increasing development of digital technology, people receive information comes from digital information. The methods of develop financial service marketing consist of internet, telephone, and physical bank branches in financial and insurance industry.
openaire   +1 more source

The rosy side and the blue side of emotional brand attachment

Journal of Consumer Behaviour, 2018
AbstractThis paper examines the rosy side (positive emotion) and the blue side (negative emotion) of brand attachment in consumer–brand relationships and their distinct motivational triggers. Adopting attachment theory, self‐determination theory, and the relationship investment model, this paper provides a richer understanding of the positivity and ...
Hsiu‐Yu Hung, Hao‐Te Lu
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Emotional brand attachment: a factor in customer-bank relationships

International Journal of Bank Marketing, 2016
Purpose – The purpose of this paper is to evaluate the relationship between customers’ emotional attachment toward bank service providers and bank loyalty. In particular, the study examines the impact of the emotional attachment factor while treating established effecting variables by employing a new conceptual ...
Shalom Levy, Hayiel Hino
openaire   +1 more source

The impact of social media activities on brand image and emotional attachment

Journal of Hospitality and Tourism Technology, 2020
Purpose The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information systems theories. Design/methodology/approach The authors gather empirical data through a Web-based questionnaire from 236 respondents.
Albert A. Barreda, Khaldoon Nusair, Youcheng Wang, Fevzi Okumus, Anil Bilgihan   +4 more
openaire   +1 more source